Supporting a new female hygiene product launch

In November 2025, we were approached by Caitlin Dean, Founder of Wild Wipe – a brand-new female wiper designed for use after urination, set to launch in early 2026. Based in Cornwall, the product was born of her love for bushcraft, camping, and the outdoors; however, she was fed up with being caught without toilet roll or having to pack it on her journeys, and she saw an opportunity to empower more women to embrace outdoor adventures with her new solution.

Our job was to provide strategic direction and communications to aid their launch in the UK market. This included market research to identify risks and opportunities and a PR audit and strategy to support their branding, messaging, and positioning. We also created a launch plan, which included PR activities, website copy writing, SEO research, and paid advertising set up.

As the product was unique, market penetration was likely to be tricky. Research also showed that discussion around female urination was stereotypically a topic that was quite niche and seen as taboo, so the communication needed to resonate, educate, and change perceptions around the topic.

Following our initial conversations, we completed a full brand positioning document. It featured a PESTLE analysis, audience personas, position mapping, messaging strategy, and guidelines for tone of voice. We also conducted a full PR audit and strategy to understand current topical trends, how and where competitors had been featured in the press, and how we could best gain coverage to support their UK launch.

The PR and market research findings were presented to Wild Wipe, and another agency who were supporting them with their social media, to plan launch activities from our London base in January 2026.

Once timelines were decided, we conducted SEO research to gain further digital insights. From here, we wrote the web content based on agreed messaging and keyword optimisation techniques. Our internal paid ads team also set up the ads to support eCommerce ahead of the launch.

On the PR side, we selected the audiences that would be most relevant to target for the initial campaign. After we created the media outreach lists, we created four variations for the launch press release, so it was more bespoke to women’s interest, camping and festivals, local Cornish media, and business titles. We also looked to gain coverage by offering samples for product reviews to inspire exclusivity.

During this pre-launch period, Simon and Alicia continued to meet with the team to discuss timelines and the client’s requirements.